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About Ads Settings

In Ads Settings, you can personalise your Google ad experience by managing the information Google uses to show you ads and making the ads you see more useful to you.

What you can do

  • Make the ads you see more useful to you. Turn on Ads Personalisation to see more relevant ads on Google services and the 2+ million non-Google websites and apps that partner with Google to show ads. You can also use Ads Settings to opt out of seeing personalised ads altogether. If you opt out, you’ll still see ads, but they’ll be less relevant to you.
  • Control the information that’s used to show you ads. Go to Ads Settings to save topics you want to see ads about and see demographic details or other information that’s used to show you ads. Please note that the topics shown only apply to YouTube right now.
  • Find out why you may see particular ads. Ads Settings can give you insight into what’s being used to show you ads, such as your demographic details and some of your interests.
  • Review blocked ads. You can view ads that you’ve blocked on Google products.

Visit Ads Settings

Your controls

Ads Settings has three main controls:

  • When you’re signed in to your Google Account
    • Ads Personalisation
  • When you’re signed out of your Google Account
    • Ads Personalisation Across the Web
    • Ads Personalisation on Google Search

Ads Personalisation

Google displays ads in many locations, but they fall into two basic categories:

  • Ads on Google services (e.g. Search, YouTube).
  • Ads that appear on 2+ million non-Google websites and apps that partner with Google to show ads.

Ads Personalisation controls the Google ads you see when you’re signed in to your Google Account. It applies to all browsers and devices where we know you’re signed in. This is how it works:

  • Ads Personalisation on: Google will use the information in your Google Account to personalise the ads that you see both on Google services and on websites and apps that partner with Google to show ads.
  • Ads Personalisation off: Google will not use your information to personalise ads. Ads may still be based on information such as the content of the website or app that you’re viewing, or your general location.

If Ads Personalisation is on, you can tick the box below it to also use Google Account activity and information to improve ads on the 2+ million websites and apps that partner with Google to show ads. By including additional activity, Google will:

  1. Include your browsing data from many websites and apps that partner with Google, including those that show ads from Google, in your Google Account.
  2. Store that data with other data in your Google Account based on your Activity controls preferences.
  3. Use Google Account activity to make ads across the web more relevant for you, improve the relevance of ads on those websites and apps, and improve Google services.

Note

You may not see this tick box, depending on your account type or your account settings. For example, you may not see it if you:

  1. Use Google Apps for Work (including Google for Education).
  2. Currently have your Ads Personalisation or Web and App Activity settings turned off.

If you can’t see a tick box, this setting is not enabled and Google will not use your Google Account activity and information to improve ads on the 2+ million websites and apps that partner with Google to show ads.

Ads Personalisation Across the Web

Ads Personalisation Across the Web controls the Google ads you see when you’re signed out of your Google Account and browsing the non-Google websites and apps. Google will use your browsing data on partner websites and apps to show you ads in those places.

Ads Personalisation on Google Search

Ads Personalisation on Google Search controls the ads you see when you’re signed out of your Google Account and using Google Search. Google will use your activity on Google Search, like your previous searches, to show you ads on Google Search.

Where your Ads Settings apply

Ads Personalisation 

The Ads Personalisation setting applies on all browsers and devices that you’re signed in to with your Google account. Here are a few things to bear in mind: 

If you sign in to Google with multiple accounts
Each Google account has its own Ads Settings. If you have multiple accounts, you’ll need to set your preferences on each account. Bear in mind that browsing data from the websites and apps that partner with Google to show ads may be saved to the first account that you used to sign in to Google on your browser or device. Find out more

If you use Google on multiple devices and services 
Because people use devices and services made by many different manufacturers in combination with Google services, we can’t always detect that it’s you when you’re using them.

Example

Heather uses both the Chrome app and a social media app on her iPhone. She’s signed in to her Google Account on Chrome, so her Ads Settings will apply to the ads she sees in her Chrome app. However, if Heather clicks a link from the social media app that opens a browser within the app, her Google Ads Settings will not apply to the ads she sees.

Here are some tips for making sure that your Ads Settings apply as broadly as possible:

iOS
  • Make sure that you’ve installed and are signed in to at least one Google iOS app (e.g. Google app).
  • Make sure that you’re signed in to your Google Account in Safari. To check, open Safari and visit www.google.co.uk. If you see your information in the top right (e.g. your name, email or an image with the first letter of your name), you're signed in to your account. If you use other browsers on iOS, you can also check that you’re signed in with the same instructions.
Android
  • Make sure that you’re signed in to your Google Account on the main browser that you use. To check, visit www.google.co.uk on that browser. If you see your information in the top right (e.g. your name, email or an image with the first letter of your name), you're signed in to your account.
  • Make sure that you’re signed in to your Google Account in the Play Store. To check, open the Play Store app and click or tap the three-line menu. If you see your information at the top, you’re signed in to your account.
Browsers within apps on mobile devices

Many apps let you access websites via the app itself, rather than your normal web browser. Generally, Google can’t apply your Ads Settings to the websites you reach through apps.

And be careful: It may not be safe to enter your password on a website you access via an app, especially where you can’t see the URL bar.

Browsers on desktop or laptop computers
  • Make sure that you’re signed in to your Google Account. To check, visit www.google.co.uk. If you see your information in the top right (e.g. your name, email or an image with the first letter of your name), you're signed in to your account.
  • If possible, stay signed in. Find out more
Browsers that block cookies
Google uses cookies for many different purposes, including personalising ads and identifying your Ads Settings. If your browser is set to block cookies, we may not be able to detect your Ads Settings preferences when you are signed in to your Google Account.

 

Ads Personalisation Across the Web

Since Ads Personalisation Across the Web controls your experience when you’re not signed in to your Google Account, it only applies to the specific browser or device that you’re using.

Ads Personalisation on Google Search

Since Ads Personalisation on Google Search controls your experience when you’re not signed in to your Google Account, it only applies to the specific browser or device that you’re using.

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